As the relative level of public support for higher education declines, colleges and universities aim to maximize alumni-giving to keep their programs competitive. Anchored in a utility maximization framework, this study employs the classification and regression tree methodology to examine characteristics of alumni donors and non-donors at a research-extensive university in the United States. The study suggests that levels of giving relates to household income, religious background, degree and venue in which the alum keeps in touch with the campus, alumni beliefs about institutional needs, and the number of institutions competing for alumni gift dollars. Implications for future research and practice are discussed. (Contains 8 tables, 2 figures, and 1 note.)